Archive for January, 2010

Was downtown the other night some friends at a local pub and a couple of ladies clad in snowboard gear gave us some free handkerchiefs that had Dew Tour written on them. The handkerchiefs didn’t have a date on them or even that the Dew Tour was going to be in Vermont, but they did create a buzz and everyone gets a good feeling from getting something for free. The girls were friendly and upbeat, and fit the part of the snowboard culture. Mission complete for creating a good feeling about the Dew Tour.

Attack! Marketing sent brand ambassadors to act as mock protesters to draw attention to City Heights high-rise living in San Jose. The teams of mock protestors chanted for “better views and lower dues” , held signs and passed out postcards to those who were interested.

Good idea?

Some thought so because over 4 deposits for the City Heights apartments had been placed at the end of the weekend after the promotion. Over 1.2 million in revenue was made!

Experience marketing is the way to go. Putting a face to a brand is what almost every company seeks to do, and what better way to do this than literally hiring someone who has a “friendly face” to represent your brand. In my opinion, experiential marketing is the most effective type of marketing. Yes, companies do take a risk by hiring people who they don’t even know to represent their brand but when they hit it right they have the ability to directly influence thousands, millions even- depending on how large the campaign is. So how can a company hit it right, and have a successful, profitable campaign?

Hire upbeat, personable and energetic people who smile.

If you aren’t directly doing the hiring, go with a reputable promotional staffing company. There are many promotional staffing companies out there who only care about getting paid and don’t follow up effectively with their staff.

Tour Managers who really care are key. Too often they just care about getting the job over with and promotional items distributed as quickly as possible.

Have a clear training manual for the staff so that the intended message doesn’t get lost.